SoloMo (Social, Local and Mobile)
Branded Mobile Communities Engage Audiences with Content and Reward Loyalty
UBMobile - United States of America

UBMobile enables brands to engage audiences of today with media rich content, to build a community, and capture new streams of stated, behavioral, and passive data from one ecosystem.

Development Stage: Go-to-market
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Brands will license the UBMobile platform to create their own branded research app that captures stated survey data, in-app behavioral data, and device-level passive data like geo-location, or metering. It's the only mobile-first, content engagement platform in the research industry. When a brand licenses our platform they can engaged consumers with push notifications and instant messaging. They can also curate any branded content, serve-up gesture-based surveys, and give instant in-app rewards for participation.

Email is no longer a reliable way to reach a representative audience. In fact, most Millennials don't even look at their email.  However, they'r constantly engaged with their phones via push notifications and in-app messaging. They want a direct relationship with the brand, to give feedback where and when they want, based on their in-store experience, or through convenient mobile surveys.

UBMobile has created the first engagement platform (LifeTap) using media-rich content to attract and maintain a community of research respondents based on their lifestyle preferences or affinities - such as beauty and make-up.  The LifeTap app, launched in 2016, is already available on the App Store and Google Play. This app was created to build UBMobile's proprietary research panel and it's the prototype for mobile-first branded communities. Our cloud based backend infrastructure allows us to easily scale as we add multiple front-end apps. We believe the market potential is similar to C space. However, unlike C Space, we have our own panel, our own integrated mobile survey platform, and our own rewards program. We think this makes us unique, compared to any other community solution on the market today.

Case study in-progress with end-client brand.

Here's how it works...

Let's say Sephora wants to build a mobile research community. They license our platform to create the "Sephora Insights" app. We work with their Content Specialist to curate relevant, media rich content, consistent with the Sephora brand and message. We recruit Sephora's target audience into the "Sephora Insights" app, engage her with branded videos, invite her to participate in surveys and research activities, and reward her with instant Sephora rewards.  It's a research and loyalty community in one. 

Sephora gets stated survey data for marketing decisions making, behavioral data about what media app members like to review, share, and engage with most, and passive data about geo-location and device metering.  What does she say in the survey?  What does she actually do in the app?  Is she close to a Sephora store? Does she also have competitor's apps on her phone?

Author
Dyna Boen
Co-Author
Craig Stevens
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